comScore buys into Latin American mobile and on-line metrics

Digital metrics giant comScore has announced it is buying out a measurement company in Latin America. Certifica has a presence throughout Latin America, and provides metrics from both mobile and on-line internet connections.

What’s the deal?

There aren’t many details available for what Certifica has actually cost comScore - but the buyout is pretty comprehensive. Certifica is being rebranded as comScore Latin America, with former Certifica CEO Alejandro Fosk becoming SVP and General Manager of the new comScore branch.

More importantly is that the sites that Certifica measures will all be included in the Media Metrix 360 service from comScore. This service combines regular measurement with a panel system. Basically, it takes regular digital measurement and adds data gathered from audience questions - almost like focus groups for TV studios. This system has been implemented in Canada and the US since July, with a launch planned for Latin America in early 2010.

From the release:

Linda Abraham, comScore CMO and EVP of Global Product Management: “We are very excited to be joining forces with Certifica. Alejandro and his team have established a strong local presence, a high quality portfolio of services, and an excellent reputation for client service… this acquisition will strengthen our presence in the region and enable us to offer hybrid measurement as part of our Media Metrix 360 initiative using the same state-of-the-art measurement technologies we use elsewhere in the world. We warmly welcome our Certifica colleagues into the comScore team.”

Alejandro Fosk, founder and former CEO of Certifica: “comScore is an ideal partner to leverage Certifica’s existing expertise in Latin America and provide the market with a more comprehensive digital measurement platform that will promote the growth of the online advertising market. We are excited that Certifica’s clients will have access to comScore’s robust reporting platform, which will enable them to understand the complete digital landscape and lead to new ways to optimize their digital marketing strategies.”

What we think?

As pointed out by Vodafone earlier today, the best place for many mobile companies to get involved is rapid growth markets like China and India. Basic mobile services are becoming far more popular in Latin America, with messaging, email and payments being launched for widely owned low-tech devices. Ideally there should be healthy start-up market in places like Latin America - and all of them will need decent metrics. So while comScore has declared that it doesn’t expect the Certifica acquisition to affect profits at all in 2009, it stands a damn good chance of making a parcel in the next few year.